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SET and Life OK on the same ratings page

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SET and Life OK on the same ratings page

According to data sourced from TAM subscribers for CS 4+, HSM markets, week 23, Sony Entertainment Television has clocked equal GRPs as that of Life Ok which is the second Hindi general entertainment channel form the STAR bouquet of channels. While Life OK managed to add 12 points (last week 137 GRPs) to garner 149 GRPs in week 23, Sony Entertainment Television lost 5 points since week 22 (last week 154 GRPs).

Though the ratings of Sony Entertainment Television in the first quarter of 2013 has oscillated between 150 GRPs (week 15) to 188 GRPs (Week 8), this is the first time that the channel has observed a sharp fall ending under the 150 GRP mark. It can be recalled that the channel had also managed to hold fort during the IPL season which observed a majority of the channels on the Hindi General Entertainment space losing rating points.

Though Hindi General Entertainment channels losing rating points is not an uncommon phenomenon, this is one of the rare cases that a first rung Hindi GEC has garnered equal TVRs as that of a second rung Hindi GECs. Also given the fact that the production cost of shows and investments on any of the first rung Hindi GECs would be much higher as compared to the second Hindi GECs aWhat could have spurned the same is the question.

Constant low TVRs
One of the significant reasons that could be attributed to the same, would be the low TVRs clocked by the shows on the channel. Where on one hand channels such as Star Plus, Colors, Zee TV and SAB TV have shows which manage to garner a TVR of 2.4 and above, the shows on Sony Entertainment channel garner comparatively low TVRs. In the fiction space, Khoobsurat clocked a TVR of 0.4, Anamika garnered 0.6 TVR, Amit ka amita, Parvarish and Chhanchhan clocked 0.7 TVR, while Bade ache lagta hain and the newly launched historical drama series clocked a TVR of 1.4 each (According to data sourced from TAM subscribers for CS 4+, HSM markets, week 23)

Though fluctuation in ratings has happened time and again, the shows on the channel have for long garnered average ratings. Also it has been observed that the weekend programming lineup has managed to work for the channel as compared to its daily fiction shows. Shows such as ‘CID’, ‘Crime Patrol dastak’, the newly launched Indian Idol Junior and Comedy Circus has garnered 2.1 TVR, 1.7 TVR, 1.8 TVR and 1.3 TVR in week 23 respectively, which is on a comparatively higher scale than its fiction counterparts.

Given the fact that a second Hindi General Entertainment channel has managed to clock ratings at par with an umbrella channel, what has Life OK done right is the question.

What has worked for Life OK?
Life OK has always followed a differentiated programming strategy. While other players on the broadcast space have stuck to the tried and tested methods and formats, Life OK has experimented with short finite based series as well topical stories such as ‘Ram Leela’ during Diwali. The channel has also further expanded its content portfolio with the introduction of international reality based formats such as ‘Welcome’ as well the upcoming Bachelorette India-Mere khayalon ki Mallika' which is based on the international series 'The bachelor'.

Apart from its content strategy, shows such as ‘Mahadev’ have managed to evoke a positive response from its audiences garnering 2 TVR in week 23 and the Maha episode clocking a high GRP of 4 TVR. As can be observed the numbers are comparatively higher than any of the other shows on Sony Entertainment Television.

Though the decline in ratings has been most often than not been attributed to significant change in the universe post DAS, the entry of LC1 markets, digitisation phase two etc, it would not be totally inappropriate to highlight the fact that content and a clever programming strategy works in the favour of the channel.   

The ratings come on the back of the three broadcasters, MSM, Times Television Network and NDTV Group pulling out of the weekly TV rating service by TAM effective from June 6, 2013 as has been reported earlier.

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